WORCESTERSHIRE must embrace the entrepreneurial culture if it is to compete in a global environment, a leading figure behind Business Link West Midlands has warned.

Jill Parker, enterprise director at the new organisation, is looking to boost the region's new business start-up rates. She wants to increase the number of individuals and established companies receiving help to more than 80,000, with the aim of maximising their potential over the next three years.

This marks a 20 per cent increase in the number of firms previously helped and promises to catapult the area up the UK's entrepreneurial league tables, creating thousands of jobs in the process.

"The creation of new businesses is absolutely essential to the vitality of the region and we are already seeing the evidence of this with traditional industries evolving and new sectors emerging," said Ms Parker.

"There are no longer jobs for life and, the advent of broadband, IT systems and home working, has persuaded many people to become their own bosses. Currently, we are seventh out of nine regions when it comes to business start-ups and this has to change."

Business Link West Midlands now has a specialist team to help new and established businesses with any advice and support they maye need. The emphasis is not on workshops or three-day courses, but with providing businesses with a relationship manager so they can be matched with the right external support at the right time. There is also an increasing desire to make sure everything is delivered in a location that is convenient and suited to the customer.

"We have taken on board a lot of research and feedback from the business community and this is reflected in the service we now offer," said Ms Parker, who has been working in business support for the last ten years.

"There are lots of benefits that entrepreneurs will enjoy, including access to the supplier register, business clinics that provide specialised mentoring, new training and greater access to academic research and innovation."

For more details call the The Business Link West Midlands centre on 0845 113 1234.